Consumers increasingly demand not only greater effectiveness from dietary supplements but also greater transparency. Supplement makers, in turn, are benefiting from advances in nutrition science and recent botanical discoveries that make it easier to respond to those demands. Innovations affecting the industry include, for example, whole-food supplements and green powders that support health and wellness, enhance energy or promise vitality. In terms of bioavailability of nutrients, new liposome (fat) “bubbles” make it easy to deliver high levels of nutrients while bypassing destructive gastric juices and liver enzymes. Lastly, forward-thinking supplement makers are paying greater attention to transparency: origin of ingredients, nutrients within them, non-nutritive fillers, and even the brand’s business practices.